Well-respected bank offering Payday loans

A so far well-respected bank - 'US Bank' offers payday loans now. I could not believe it!
This morning I logged in to verify some checks had cleared and I saw a new symbol saying "Request Checking Account Advance"

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U.S. Bank's Checking Account Advance allows you to request an advance on your next direct deposit.

Key Features:

* Advance cash immediately into your checking account.
* Payoff of advance and finance charge is automatic. Payments will be deducted from your checking account with your next direct desposit(s) of $100 or more, or, if not fully paid, on the final payment date, which is the 35th day after your advance.1
* Finance charge is $1 for every $10 advanced (120% APR).
* Advance between $20 and your limit. If your checking account is overdrawn, you must advance enough to bring your account to a $0 balance.
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Below a screenshot as 'proof'.

At least they put the APR in there, in bold letters. It is probably required by law in California. The red arrow was added by me.

What are your comments? Are they trying to ruin people?

A few weeks ago, I noticed a banner saying "Equity Line - Why not?", luring people into spending the equity that they have in their homes. I guess payday loans are the logical consequence. What will come after that?

My opinion is: this bank is going too far to make profits. Everyone knows that these payday loans are a big trap and nothing good will ever come out from it. What makes me mad is that I closed my credit union's accounts 2 months ago and switched over to US bank. They have a local branch with good opening hours, plus a good HELOC (Home Equity Line of Credit) at prime - 1.01%, that's why I went with them.